What Problem Does Your Business Solve?
What problem does your business solve?
You've likely been asked this question—perhaps in a marketing book, by a consultant, or when trying to explain your work to someone new.
But does business have to exist to solve a problem?
If you, like me, find this an unsatisfying way to view your work... here's an alternative:
Instead of “solves a problem”, try “meets a need”.
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What needs does my business meet for others? Perhaps it’s reliability (you always deliver on time and on budget), joy (your product genuinely delights them), clarity (you simplify complex topics), or peace of mind (they trust your second opinion). Include your clients, customers, team members, and anyone/anything else closely impacted by your work.
What needs does it meet for me? Maybe that’s time flexibility, creative autonomy, financial stability, or the chance to work with people you respect.
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A business is more than the problem it solves; it’s the needs it meets—for your customers, but also for you, your collaborators, and your community.
A sustainable business is one that reliably meets needs for everyone involved.
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So if that problem-focused question never quite sat right with you, or your brain goes blank when you’re asked it, try this one instead:
What needs does my business meet?
Is this simply semantics? Maybe. But the language we use shapes how we view our work. When you shift from problems to needs, you may just open up the space required to view your business more truthfully and productively.
Try it on and see what shifts,
— Kate
P.S. If you have a hard time identifying this in your own business, start by looking at some of your favourite brands or local businesses. What needs do they meet for you? What needs do you imagine they meet for themselves? Make a list. Then come back to your own work with fresh eyes.
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